Appended and Matched Data
Yahoo Privacy Policy > Yahoo Privacy Policy > Appended and Matched Data

Yahoo Privacy

To find out how Yahoo treats your personal information, please visit our Privacy Policy. This page describes current Yahoo practices with respect to this product. Information on this page may change as Yahoo adds or removes features.

Relevant Advertising

By bringing content and advertising to you that is relevant and tailored to your interests, Yahoo provides a more compelling online experience. Our customized "smart" services save you time and cut through the clutter. Learn More about relevant advertising.

Opt-Out

Prefer not to receive advertising based on your interests? Learn about your ability to opt out of interest-matched advertising served by Yahoo.

Appended and Matched Data

Yahoo collects information, including personally identifiable information, as described in our Privacy Policy, such as when you register with Yahoo, use Yahoo products or services, visit Yahoo pages or the pages of certain Yahoo partners, or enter promotions or sweepstakes. Yahoo may combine information, including personally identifiable information, that we have about you with information we obtain from our trusted partners. Yahoo may use the information provided by these partners in combination with our existing information to offer you more relevant content and advertising.

Information Collection Practices

  • Yahoo may obtain information from our trusted partners and append it to our existing information to add more detail to the information we have about our users. We may use appended information to provide more relevant content and advertising. Yahoo may obtain information from, or work with, the following trusted partners to provide more relevant content and advertising:
  • Yahoo may append information about you that is publicly available or information that is aggregated and/or anonymized by trusted partners. This information may include, for example, average household size or postal code. Yahoo may also append other demographic information about you such as household income range and general location. This information may be associated with personally identifiable information such as email address, name and physical address.

Information Matched for Advertisers

  • In some cases our advertisers may share information (including personally identifying information) with Yahoo for use in identifying and delivering ads to their customers. Yahoo uses this information only on behalf of the advertiser who provided it. Yahoo may match this information to our existing user information or may use a third party vendor to assist in this process. The third party vendor may not use the advertiser or Yahoo information for any independent purpose.

Your Ability to Opt Out of Interest-based Advertising

  • Yahoo offers you the choice to opt out of receiving interest-based content and advertising. If you opt out, your information will not be appended to or matched with third parties' information about you for the purposes described above, and you will no longer receive interest-based content or advertising. Additionally, if you opt out, information about your visits to our advertising partner websites will not be used to provide reporting to partners using Yahoo’s analytics product.
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